- Status
- PrototypeAn early working build.
- Role
- Web Strategy, SEO Strategy, Information Architecture, Content Positioning
Overview
NanoVapor was an industrial website and SEO project centered on a more important question than visual redesign: what should the company actually be trying to rank for and sell through search?
The strongest strategic shift was away from organizing the website primarily around NanoVapor’s equipment — particularly the ST-1000 — and toward the services and problems potential customers were more likely to search for.
The opportunity identified was around industrial vapor-control work such as underground storage tank degassing, tank purging, explosive vapor removal, and related services.
From Product-First to Problem-First
A technically capable industrial company can still have a weak search strategy if its website uses the company’s internal product language instead of the language customers use when they need help.
For NanoVapor, the opportunity appeared to be less about finding someone already searching for a specific machine and more about finding someone who needed a tank made safe, purged, or degassed.
That changed the proposed information architecture.
Instead of making the equipment the center of the story, service pages could begin with the industrial problem, explain when the work is required, describe the process and safety considerations, and then show the equipment as part of how NanoVapor solves it.
The keyword strategy followed the same rule: related phrases should be grouped by genuine intent rather than turned into a collection of thin exact-match pages.
Current State
The surviving project history is much stronger on strategy than on final implementation evidence.
I do not have enough source material to claim a final technology stack, completed page count, measured SEO result, or successful launch of the redesigned site.
For that reason, NanoVapor is presented here as an unreleased strategy/prototype project.
Its value as a case study is the positioning decision: using search research not just to optimize an existing website, but to rethink what the website should lead with in the first place.
